Visual Identity Standards PDF v.3 - The Co-operative

The Co-operative is ‘changing business for
good’. That’s because we’re also ‘a successful
business with integrity’: our Brand Proposition.
It follows then, that wherever possible the
summarising message – our strapline
‘good for everyone’ appears.
Six words make up our Brand Personality: open,
decent, ambitious, co-operative, friendly and
healthy. They represent what our customers and
members say about us. Those words are at the
centre of who we are and should be reflected in
everything we do and say.
The Co-operative visual identity
Whilst each business that is part of The
Co-operative brand has different products and
services to sell, it’s vital that everyone adheres
to one consistent style. Individual businesses
must present themselves with the same
identifying typestyle. All messages need to be
direct, honest and clearly legible. Headlines
contain factual information and, ideally, will lead
with the logotype.
The logotype will appear on every single thing
we produce. It shall not be altered in any
circumstance from the rules that govern the
logotype. The approved colour for each business
will never vary and the correct palette shall
always be applied.
Finally, remember to keep everything produced
clear and uncluttered and check it carefully against
these Visual Identity Standards before production.
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